All visitors that completed two or more activities or interactions within the conversion window are part of the conversion report. Once a visitor completes the conversion event, this visitor becomes part of the unique conversions.
Conversion rate indicates what percentage of visitors you are tracking for a particular conversion actually converted during the conversion window. The basic formula for calculating conversion rate is:
Conversion rate = Unique conversions / Visitors
In this report, you can compare a snapshot of the conversion rate for the conversion window to the average conversion rate for the whole period that conversion is tracked. The current conversion rate snapshot is applied to the window you choose to track when defining conversion. On the other hand, the average conversion rate is applied to the whole time period since conversion definition, including the conversion window.
NOTE: The conversion rate report consists of just one conversion rate figure on the first day after you define conversion. The reason is that the conversion window and the whole period for which conversion is tracked are still the same.
In the example above:
This conversion rate comparison indicates that conversion rate for the last 3 months is much lower than the average for the whole period for which conversion is tracked.
Changes in unique conversions indicate how many visitors converted during the conversion window for each day of tracking. You can choose the granularity of the graph report to illustrate changes in conversion for days, weeks, or months. You also choose the time period for which tracking data is displayed, for example, for the last 30 days or for a custom date range.
Following are the most common outcomes for visitors and conversions:
NOTE: The case may be that visitors are merged into one contact if the same visitor has, for example, downloaded a whitepaper from two different locations.
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